Building a UX Strategy for Europe: a case study for UXSTRAT Europe 2015
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A case study of how the Digital Transformation team created a user experience strategy for the European Commission between 2013 and 2015. Created and presented two years into the programme for an audience of UX and business strategists.
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Building a UX Strategy for Europe: a case study for UXSTRAT Europe 2015
- 1. BUILDING A UX STRATEGY FOR EUROPE A case study of the Digital Transformation programme of the European Commission. Annie Stewart | annie.stewart@internetarchitects.be | @AnnieStewart
- 2. CHALLENGE 1.
- 7. BRIEF 2.
- 8. THE DIGITAL TRANSFORMATION TEAM We are here. Brief…
- 9. 9 Brief A digital platform for the Commission › Relevant to users › Coherent › Cost-efficient
- 10. STRATEGY… 3.
- 11. HOW WE WORK 3.
- 12. Strategy: “An adaptation that serves an important function in achieving evolutionary success.”
- 13. BOTTOM-UP AND TOP-DOWN How we work…
- 14. METHODICAL AND AGILE How we work…
- 15. BROAD AND NARROW SCOPE How we work…
- 16. 16 How we work ENTIRE COMMISSION
- 17. 17 How we work Product, service, UX Governance, process Vision, culture ENTIRE COMMISSION
- 18. 18 How we work Product, service, UX Governance, process Vision, culture ENTIRE COMMISSION 5 Digital is at the heart of policy and strategy. Services are digital by default. Digital culture is strong: agile, user-centred, innovative, responsive. 4 Senior management have made significant progress in delivering the vision and plan, implementing new capability and trialling it successfully by re-engineering a range of services to be digital by default. 3 Senior management in place with a remit to set targets, develop over-arching vision and plan, and develop necessary capability and culture. Digital is seen as a key transformation and advocacy is strong at key parts of the organisation. 2 Some digital services, but often of limited quality. Digital teams in place but tend to be siloed in business units or service/programme teams and have limited budget and remit. Senior (board level) digital management not in place. 1 No awareness of digital capability, no resources allocated, no digital strategy, plan or metrics, no understanding of best practice, no digital services.
- 19. APPROACH 4.
- 20. USER TASKS AND BUSINESS GOALS Approach…
- 22. 22 Approach Rank the user tasks
- 23. 23 Approach Structure the content Top tasks methodology Teaching the Commission to let users lead Education News, Publications, Events EU Regional & Urban Investment Research & Innovation About the EU Food & Farming Funding & Tenders Business, economy Jobs at the European Commission Strategy Live, Work, Travel in EU Statistics Law Environment Aid, Human Rights
- 24. 24 Approach Content strategy: tasks + goals USER TASKS BUSINESS GOALS
- 28. 28 Approach Own the success metrics › Don’t compete with existing metrics, make your own › Make sucess a publishing criteria
- 29. STRATEGY 5.
- 30. 3030 Strategy The relationship between the Commission and its users › This is our audience › This is what they want › This is how the Commission needs to see themselves
- 33. 3333 What the users want Assumed and actual user needs EC EMPLOYEES Funding, grants, subsidies Working in an EU country Jobs, traineeships Complaints About the EC
- 34. 3434 What the users want Assumed and actual user needs EC EMPLOYEES USERS Funding, grants, subsidies EU Law Working in an EU country Research and innovation Jobs, traineeships Funding, grants, subsidies Complaints Education and training About the EC Strategy, political priorities
- 36. 3636 Strategy Set the programme strategy › Focus on architecture and audience, then on services › Create governance around user tasks › Align vision and culture around correct audience and positioning
- 37. 3737 Strategy From information to services Content transition User research Service design Digital maturity 1 2 3 4 5
- 38. If you want to build a strategy, don’t start with strategy.